Judging Criteria

1. Brand Concept (20%)

This component assesses the foundational elements that define the brand’s identity and its resonance

within the Singapore market. Evaluation will be based on:

• Brand Vision and Mission:

- State the brand vision and mission.

- How are the brand vision and mission communicated through every level of the organisation?

- What specific actions has the brand taken to achieve its vision and mission so far?

• Brand Values and Personality:

- State and elaborate the values and personality of the Brand.

- How do these values shape internal culture and customer experience?

• Brand Identity:

- What is the significance of the brand logo and visual elements, and what do they convey?

2. Brand Localisation (40%)

This component measures the brand’s impact and success in the Singapore market.

Evaluation will consider:

• Brand Positioning:

- What efforts has the brand made to localise its products and services for Singaporean consumers?

- How does it retain its identity and USP while localising?

- What tools or strategies does the brand use to preserve its original culture while adapting locally?

• Brand Recognition:

- What local recognition has the brand received (e.g., awards, media features)?

- How does the brand maintain a strong local reputation?

• Brand Applications:

- How is the Brand represented in its marketing communications (advertising, promotion, collaterals, digital applications on web and mobile) and customer touchpoints (product packaging and retail presence)?

3. Brand Management & Development (40%)

• Brand Contribution:

- In what ways is the Brand involved in corporate social responsibility (CSR), community engagement or local initiatives?

- How has the brand contributed meaningfully to Singapore’s business or consumer ecosystem? (eg. innovation, employment, partnerships)

• Brand Market Penetration:

- How does the brand invest in local talent, infrastructure, or partnerships?

- Describe the relationship between the Brand’s performance and customer loyalty over the past 3 years (2022 – 2024).

- What efforts has the brand made in localising branding, marketing campaigns, or product offerings to suit Singaporean tastes and preferences?

• Brand Performance:

- What was the revenue growth of the Brand for the past 3 years (2022 – 2024)

• Brand Growth:

- How has the brand leveraged opportunities in Singapore to further its growth here, in the region and beyond?

- What is the brand’s growth plan for the next 3 years in Singapore and how will it be implemented?

• Brand Integrity and Compliance

- How does the Brand maintain high standards of ethical business practices, compliance with local laws and industry regulations?

4. Data Protection Trustmark (DPTM) Certification (Bonus 5 Points)

Brands whose companies have attained the DPTM certification will receive a bonus of 5 points. A copy of the DPTM certificate must be uploaded with the submission.

Note
The Award Organising Committee reserves the right to withdraw any category.